News

Human nature big factor in retail customer loyalty, claims study

July 6, 2018

Creating an emotional connection with the customer can pay off for retailers as it drives deeper loyalty as well as increased customer retention and consumer satisfaction.

While technology is critical to the competitive effort, the human nature also plays a compelling role, according to a new Calabrio study, "Are You Listening? The Truth About What Customers Want in a Digital World," as does meaningful experiences.

The study surveyed more than 3,000 consumers in the U.S. and U.K., according to a press release.

While a majority (61 percent) of respondents make purchasing decisions based on the quality of the product or service the emotional connection and trust retailers build with customers comes in second — ahead of price.

Seventy-four percent of those polled said they are more loyal to a company if they can talk to a person — versus a machine — when they need assistance. 

"Innovation is key for businesses to stay competitive, but to build a lasting connection, new technology must meet customers where they are," said Tom Goodmanson, Calabrio president and CEO, in the release.